Thing about The Weeknd that made him as an artist so great before is...his mystique(or what's left of it)
When House of Balloons dropped, it was this random ass nikka that got a Drake co-sign making this dark, ambient, drug-induced music. nikkas didn't know shyt about him except that his tape and Frank Ocean's Nostalgia/Ultra were buzzing and building off each other because of competitive comparisons from fans. nikkas didn't even really know what he looked like. The anonymity behind the artist gave the music an edge. No videos, nothing. He manages to get shows off the strength of the tape alone when people don't even know his face for real like that.
He drops more music and more and more about who he really is starts to surface. Pictures and all that. How he fell out with his old producers and such.
Now we're at this point where the mysterious, dark singer that dropped a classic mixtape is struggling to maintain that identity. Since we know who dude really is now, he can't try to stay mysterious when he's becoming the opposite. So now he has to let the abstract component of his image carry that weight. Dude has a fanbase though, and he's doing better than you'd think. Won't be surprised if Kiss Land does well, despite the singles out being kinda whack.